Sunreef Yachts has appointed Liza Kharoubi Echenique as its US Executive Director, a strategic move aimed at bolstering the brand’s presence in the American market. In her new role, Liza will oversee U.S. operations, focusing on sales, strategic growth initiatives, and strengthening Sunreef Yachts’ position as a leader in the luxury yachting industry.
Originally from Marseilles, France, Liza brings a wealth of expertise to the position, having worked as a Business Development consultant and charter broker specializing in the yachting sector.
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Her academic credentials include a Ph.D. in Philosophy and Literature from Sorbonne University and an MBA from HEC Paris, underscoring her depth of knowledge and versatility.
Her career has spanned roles as a University Researcher and Business School Professor at prestigious institutions such as HEC Paris, the University of Auckland, and Exeter College, Oxford. Fluent in French, English, and Spanish, Liza has worked across continents, including South America, New Zealand, and Europe.
Now based in Miami, Florida, she remains actively involved in the yachting community, holding memberships in organizations like the International Yachting Brokers Association, Wista International, Professional Women in Yachting, and the International Superyacht Society.
With her international experience and innovative perspective, Liza is well-positioned to drive Sunreef Yachts‘ growth in the competitive U.S. market, ensuring the brand continues to set new benchmarks in luxury and innovation.
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